Service Quality and Previous Experience as a Moderator in Determining Tourists’ Satisfaction with Rural Tourism Destinations in Malaysia: A Partial Least Squares Approach

AbstractThis paper examined tourists’ perception of service quality in rural tourism destinations on satisfaction as well as the moderating effect of previous experience on this relationship. Data from 309 valid questionnaires was analyzed using variance-based Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. Perceived service quality has a significant positive influence on tourist satisfaction. Moreover, previous experience moderates the relationship between perceived service quality and satisfaction. The findings of this study offer some interesting implications for practitioners and researchers